A recent dentsu research study found out that 3 in 10 global consumers watch anime at least weekly. Simply put, what used to be a niche entertainment preference has now become mainstream, especially in the U.S.
Culture is a binding agent that can help brands get closer to consumers, yet it seems that marketers are still behind when it comes to fully embracing anime’s potential in their activations. Here are some key reasons why brands should take notice of anime’s global growth:
Anime is even more popular among younger consumers
The study shows that the share of viewers watching anime on a weekly basis grows even further to 50% among Millennials and Gen Z globally. Brands looking to create connections with the parents who make most of the purchasing decisions in the household and who are most likely informing the entertainment preferences for future generations should consider partnering with anime IP.
This is particularly true in the U.S., where 29% of anime viewers indicated that one of the key reasons why they watch anime is “fatigue for sequels and remakes in existing Hollywood franchises (e.g., Star Wars, Marvel, etc.).”
Consumers’ appreciation for anime is informing how the media landscape is evolving
Anime titles are increasing the makeup of the content inventory in global streaming platforms like Netflix, Disney+, and PrimeVideo. In fact, these three platforms are currently the top three destinations global viewers turn to when seeking anime content, according to Variety. Players like Netflix have invested in producing live-action adaptations of anime like Cowboy Bebop and One Piece and invested in securing the distribution rights for the anime adaptations of critically acclaimed manga titles such as Pluto. As global platforms’ investments in anime compound to keep up with growing viewership, these platforms’ algorithms will likely do what they do best and create even more anime fans.
Furthermore, the dentsu study finds that global anime viewers are particularly engaged in taking their fandom to other media territories: 3 in 10 play anime-inspired videogames, and 2 in 10 post about anime on social media. All signs point to the fact that anime’s penetration of the global media landscape will only go deeper in the near future.
Anime IP lends itself to meeting a variety of consumer preferences and fans are willing to splurge on merchandise featuring it
If we had to point out to a single market signal, beyond the numbers, that certifies anime’s rise into the mainstream, it would be this: this summer Lego is launching an entire theme based on One Piece. This certifies that this franchise has reached Marvel, DC, Super Mario, Disney Princesses status in popular culture.
One might think that anime IP is only relevant to brands that occupy spaces adjacent to play and creativity, such as Lego, but we are now seeing anime IP being leveraged in apparel (Uniqlo, Old Navy, among others), quick service restaurants (McDonald’s), and luxury (Loewe).
So, where is the upside for marketers? The surface has been barely scratched, as most large-scale enterprise brand activations have leveraged a handful of titles (e.g., Dragon Ball Z, One Piece, Bleach, Attack on Titan, etc.). The dentsu study shows that one of the key reasons why global audiences turn to anime is its variety of genres (romance, horror, sports), which means there is an immense tapestry of IPs catering to the taste of different target audiences to be leveraged for unique and truly ‘first of its kind’ activations.
The dentsu research shows that 3 in 10 anime viewers globally have spent more than $200 USD last year on IP-inspired merchandise, a share that grows to 40% in the case of U.S. respondents.
In conclusion, the overlap between audience spending power and the opportunity to partner with recognizable, but at the same time not overexposed, entertainment IP is ideal when it comes to anime’s current trajectory.
Find out more in our global research study Anime: A Growing Opportunity for Brands.